G.I. Joe's name change becomes official this weekend

Wilsonville sporting good retailer G.I. Joe's will make official this weekend what The Oregonian first reported in January -- it's dropping the "G.I." from its name.

The chain started in 1952 with one man selling military surplus supplies from a tent in a field. The ad hoc business quickly grew and became a major Northwest retail chain. But the company says it hasn't sold military surplus supplies in years and is changing its name to reflect that.

"We are behind the times," said Shannon Burley, spokeswoman for the store soon to be known as Joe's. "We have been focusing on selling high-end and quality outdoor gear for years. The name is not reflective of what you'd find inside."

The company has long referred to itself as "Joe's" in advertising and other materials. However, it had yet to make the jump to changing its name formally.

The official change will take place Sunday, when the company celebrates its 55-year anniversary and launches a new Web site.